Transforming consumer health.

The 2010 Patient Protection and Affordable Care Act is intended to transform the U.S. health care
system. Its success will require the transformation of consumers' views about health and their
willingness to participate in healthful behaviors. Focusing on three barriers to consumers' engagement
in healthful behaviors, the authors review the research literature and suggest opportunities for further
research. Using a social marketing perspective, they suggest actions for health care providers,
marketers, and policy makers to help overcome these barriers.